How adding an "About Us" section to the landing page impacted donor conversion rate | NextAfter
The Fund for American Studies

How adding an “About Us” section to the landing page impacted donor conversion rate

Experiment ID: #48884

The Fund for American Studies

Experiment Summary

Timeframe: 09/17/2020 - 10/03/2020

As a part of promoting a new content offer, The Fund for American Studies wondered whether telling more about their organization’s history would help boost email signups, but most importantly, whether or not it would increase the donor conversion rate after someone had signed up to request the resource they were offering.

Research Question

Would the addition of an “about us” section to tell the organization’s history and beliefs to the landing page impact donor conversion rate?


C: Control
T1: w/About TFAS


Treatment Name Conv. Rate Relative Difference Confidence
C: Control 3.0%
T1: w/About TFAS 2.3% -23.7% 61.2%

This experiment has a required sample size of 3,968 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

With only a 61% level of confidence, we observed a -23.7% decrease in donor conversion rate. This was subsequently driving a similar decrease in revenue, as well.

We did observe roughly a directional increase of +8.5% in email signup rates, but we decided to turn this off and focus experimentation elsewhere.

Further experimentation may be required, as we did notice an uptick in revenue from returning visitors with the treatment, but decreases in new visitors. This may be driven by new visitors largely being motivated by the offer, instead of the organization. Perhaps adding this description to the donation page may be a better place within the funnel for experimentation next.

Experiment Documented by Greg Colunga
Greg Colunga is Executive Vice President at NextAfter.

Question about experiment #48884

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.